IQ CLEANERS by PLANET PEOPLE for PLANET PEOPLE

IQ CLEANERS

Pin to Collection
Add a note
Industry Cleaning Products, Detergents & Wood protectors
Media Design & Branding
Market Canada
Agency PLANET PEOPLE
Released April 2010

Credits & Description

Category: Sustainable Packaging
Advertiser: PLANET PEOPLE
Product/Service: HOUSEHOLD CLEANING PRODUCT
Agency: PLANET PEOPLE
Date of First Appearance: Apr 1 2010
Entrant Company: PLANET PEOPLE, Toronto, CANADA
President/Co-Founder: Eric Green (Planet People)
Chief Executive Officer: Brian Bacik (Planet People)
Vice President Marketing: Brad Elder (Planet People)
Brand Director: Ami Shah (Planet People)
Art and Graphics Designer: Eric Machtinger (Overflow Design)
Media placement: IQ Glass Cleaner Bottle - Health Food Stores, Organic Food Stores, Supermarkets (Loblaws, Walmart, Whole F - April 1, 2010 -Product Launch
Media placement: IQ Bathroom Cleaner Bottle - Health Food Stores, Organic Food Stores, Supermarkets (Loblaws, Walmart, Whole F - April 1, 2010- Product Launch
Media placement: IQ All-Purpose Cleaner Bottle - Health Food Stores, Organic Food Stores, Supermarkets (Loblaws, Walmart, Whole F - April 1, 2010 - Product Launch
Media placement: IQ Multi-Purpose Floor Cleaner Bottle - Health Food Stores, Organic Food Stores, Supermarkets (Loblaws, Walmart, Whole F - April 1, 2010- Product Launch

Describe the brief from the client
To design an entirely new cleaning system to radically improve eco-friendliness without compromising functionality and ease of use. The product would provide a change for people who are interested in a better, more sustainable way to clean. The brand truth was to challenge convention and invent a new solution for caring for our homes and our world. The human truth is that people who are aware and open-minded are continually looking for ways to make things better. As a result, our task was to harness an innovative and sustainable design to create a progressive product for progressive people.

Describe the challenges and key objectives
Our key objective was to offer consumers an easy, yet revolutionary alternative to their deeply rooted routine of purchasing pre-mixed cleaners, discarding the bottle and repeating the cycle. Our challenge: to succeed where others had failed. Previous ‘concentrated’ household cleaners have failed completely: proving complicated and messy to use, spilling on users, toppling on retail shelves or failing to achieve even initial trial. We needed to design and market this new concentrated system in a way that was noticeably different, so retailers and consumers could overcome their negative perceptions of consumer concentrate cleaners.

Describe how you arrived at the final design
We obsessed about 3 things that would move people to buy and re-use iQ.
Ease of Use was key: we carefully designed a turnkey system based on a self-deployed cartridge that is childproof, yet quick, surprisingly simple and completely mess-free to use.
To maximize Sustainability, we created bottles that could be purchased once and then re-used, reducing habitual discarding of plastic bottles.
For a target that appreciates Visual Appeal, we designed a cleaning product which is beautiful and 100% non-toxic so it can live out in the open, and not be locked away under the sink.

Give some indication of how successful the outcome was in the market
Because our design replaces single-use, plastic bottles with tiny concentrate cartridges, consumers can reduce the plastic waste from household cleaners by 80%. That message, along with significantly less trucking and transportation and consumer savings of 20-25%, has resonated with retailers: in April 2011, we launched nationally with Walmart and Loblaws - retailers who represent half of the Canadian cleaning market. Consumer response has been incredibly enthusiastic, particularly among “light green” consumers looking for achievable steps to live more sustainably. And iQ has received numerous product and packaging distinctions, most notably winning Best Green Packaging at the 2011 Green Awards in London, England.